Text 2 . Aviation Marketing

Aviation industry is one of the profitable industries today which is characterized by rapid technological and marketing changes. The present situation requires cooperation between airlines and airports which should help them to market their services effectively to their clients. Effective marketing depends upon effective marketing system employed by an industry or separate companies. Marketing as an activity is carried out in a variety of contexts. The most obvious context is of course the sale of goods and services to end-users. Marketing can be described as one of the functional areas of a business, distinct from finance and operations. Marketing can also be thought of as one of the activities along with product design, manufacturing, and transportation logistics.

Marketing strategies in aviation include a wide variety of techniques aimed to deliver customer satisfaction and safety. New product and services development, technological changes mark the main strategic activities in this market segment. Technology, being a universal factor that crosses national and cultural boundaries, plays the crucial role in aviation and aerospace industry. It should be mentioned that technology is truly "stateless": there are no cultural boundaries limiting its application.

In regional markets such as Europe, the increasing overlap of advertising across national boundaries and the mobility of consumers have created opportunities for aviation and airlines marketers. For instance, in 1970s the jet airplane revolutionized communication by making it possible for people to travel around the world in less than 48 hours. Tourism enables people from many countries to see and experience the newest products being sold abroad. One essential characteristic of the effective global aviation business is face-to-face communication among employees and between the company and its customers. Without modern jet travel, such communication would be difficult to accomplish.

Another technological innovation, which helps to improve aviation marketing activities, is the Internet and World Wide Web. Airlines and aviation can be called boundless or global industries, and for this reason Internet and Intranet services has become a driven force for them.

Today's information technology allows airline alliance partners to sell seats on each other's flights, thereby helping travellers get from point to point more easily while boosting revenues for companies such as United Airlines and Lufthansa.

Marketing departments in aviation and airline industry work closely with R&D departments to ensure that the products which are developed are those which satisfy the changing needs of target customers and different needs of varying customer segments.

The marketing strategy and research in aerospace and aviation industries provide the necessity in creative marketing. The basic aerospace initiatives include:

1) Reinvigorate basic and applied research in aeronautics and aviation.

2) Develop aviation/aerospace technologies that will significantly lower noise, emissions and fuel consumption.

3)  Fund revolutionary, not just evolutionary, changes to the air transportation system to obtain greater capacity, safety, traffic flow and automation.

Without new qualitative service airline companies will not be capable to achieve the overall objectives. Service concepts are based on understanding the unique environment in which a particular firm operates. Usually, airline companies find specific marketing strategies and then translate them into a detailed plan of action which foresees an efficient marketing effort. Implementing a customer oriented strategy is more important than any other techniques. Today, customer service in airlines relies on reputation and trustworthiness. In fields such as passengers and cargo transportation, consumers want to minimise or eliminate their risks.

In today’s competitive aviation industry, marketing is vital to gain a competitive advantage. Aviation business needs a highly talented group of experienced marketing professionals to manage every phase of the marketing program from initial concept to full implementation. Marketing departments provide a full range of strategic and creative marketing consulting services geared towards the aviation industry. They can manage all aspects of the marketing program from communications, public relations, web development, online marketing, sales promotion and more. Marketing departments develop high-impact creative advertising for all media, including print, radio, TV, billboards and other forms of outdoor advertising; use cost-effective marketing tools to help generate interest for aviation business; integrate the enormous advertising resources of the Internet; create logos and slogans; craft a brand image; provide everything aviation business needs for an effective show experience, including exhibition design, graphics, giveaways, multi-media presentations and much more.

 

Exercise 13. Answer the questions.

1. What is aviation industry characterized by? 2. What do marketing strategies in aviation include? 3. What marks the main strategic activities in market segment? 4. Why is technology a universal factor? 5. What has become a driven force for airlines and aviation?      6. What are the basic aerospace initiatives? 7. What does airline service rely on? 8. What is vital to gain a competitive advantage? 9. What do marketing departments provide in aviation industry? 10. What do marketing departments develop?

Exercise 14. Give Ukrainian equivalents.

Rapid technological and marketing changes; nevertheless;            to require cooperation; to market the services; manufacturing; transportation logistics; to cross national and cultural boundaries; to play crucial role; aerospace industry; to create opportunities; to accomplish; to boost revenue; to satisfy the needs of target customers; to implement a customer oriented strategy; to minimise or eliminate risks; to rely on reputation and trustworthiness; vital; to gain a competitive advantage; experienced professional; high-impact creative advertising; to generate interest; to create logos and slogans.

 

Exercise 15. Give English equivalents.

Створювати можливості, маркетинговий відділ, досвідчений професіонал у сфері маркетингу, стимулювання збуту, авіакомпанія, досягти конкурентоспроможності, розробляти ефективну творчу рекламу, зовнішня реклама, детальний план дій, споживач; впроваджувати стратегію, зорієнтовану на споживача; співробітник, забезпечувати всім необхідним для авіа-бізнесу, досягти більшої пропускної спроможності та потоку перевезень.

Exercise 16. Put questions to the underlined words. 

1. Without new qualitative service airline companies will not be capable to achieve the overall objectives. 2. Aviation business needs the experienced marketing professionals. 3. Airline companies find specific marketing strategies. 4.  Marketing departments develop high-impact creative advertising. 5. Technology plays the crucial role in aviation.

 

Exercise 17. Find word-combinations with the following words.

Strategy, marketing, industry, customer, airline.

Exercise 18. Form degrees of comparison of the following adjectives.

Big, heavy, outstanding, practical, useful, bad, late, early, cheap, good, expensive, fresh, rich, little, much, short, easy, comfortable, low, high, lazy, powerful, tall, large.

 

Exercise 19. Learn the following words and word combinations.

branding	– надання товару торгівельної марки
travel insurance	– туристична страховка
emergency	– екстрений випадок; надзвичайна  ситуація
outlet	– торгівельна точка
promotional mix	– комплекс стимулювання збуту
promotional tool	– засіб стимулювання (збуту)
competitor	– конкурент
sales force	– торговий персонал; штат продавців
underestimate	– недооцінювати
ease-of-use	– простота у використанні
environmentally-friendly	– екологічно нешкідливий
mind-set	– точка зору
two-way	– двосторонній
helpline	– служба телефонної допомоги; телефон гарячої лінії

Exercise 20. Read, translate and give the gist of text 3.

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